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April 10, 202424-Hour Blitz: Brands Under Media & Social Fire After Gender Pay Gap Research Launch
When data exposing gender-based pay disparities in over 5000 organisations goes public, it triggers intense scrutiny and debate. But how do major businesses and media outlets respond to this revealing information?
The WGEA’s use of ABS data on February 27th brought Australia’s major businesses under public and media scrutiny. This data highlighted issues like overtime discrepancies and gender imbalances. Underperforming companies, including major employers like Qantas and Telstra, faced media scrutiny post-data release and ahead of International Women’s Day. While the report encourages reforms, not everyone sees value in researching the gender pay gap. Analysing how the media covered this data and the implicated organisations, along with gauging the public’s reaction, uncovers trends, dispels misconceptions, and highlights areas requiring advocacy for gender equality in the workforce.
Gender Pay Gap by PulsarAs companies received backlash for having significant discrepancies, media coverage focused on how they planned to rectify the situation. Westpac’s launch of a back-to-work program aimed at narrowing the gender pay gap and promoting diversity in the tech workforce gained attention in the Australian Financial Review (AFR).
Lorna Jane, known for its women’s activewear and employing a predominantly female workforce, received substantial broadcast media coverage. This attention highlighted potential hypocrisy, prompting a humorous tone in some reports. However, beyond the humour, these broadcasts also provided a platform for industry experts like Megan Dalla-Camina, CEO of Women Rising, to discuss tangible solutions. As Megan mentioned in The Project, it’s crucial to analyse the data, identify gaps, and invest in women’s career development for meaningful progress.
Airlines were among the top offenders in WGEA’s data, notably with Qantas revealing a median pay gap of 37 percent. Chief People Officer Catherine Walsh’s looked to mediate the attention on the brand with a public statement. Walsh explained the figure, attributing it to the under-representation of women in higher-paying roles such as engineers. She emphasised that upskilling women for these positions would require time and concerted effort.
Telstra, as a major employer in Australia, has drawn significant attention from journalists covering the data release.
Similarly, Westpac’s status as a top Australian company has made it a prime target, especially when political figures call them out on social media channels.
In community discussions, opinions on the gender pay gap are sharply divided. While some dismiss it as a myth, others critique the Labor Party for its perceived socialist alignment. Critics note that the discourse often focuses solely on the pay gap without considering the breakdown of workforce composition.
This suggests a need for clearer communication in the media to emphasise that the gender pay gap data isn’t about equal pay for the same role but broader workforce discrepancies. These gaps expose systemic inequalities, such as women’s underrepresentation in higher-paying roles or industries and challenges related to maternity or caregiving responsibilities, perpetuating inequality throughout their careers.
Beyond these controversies, many agree that the public availability of gender pay gap data is a step towards addressing these discrepancies. Politicians who express opinions that fail to encourage progress and action on this topic garner significant, and often highly critical media coverage. One senator’s post on X provided a case in point:
Popular media figure and ABC journalist Annabel Crabb wrote an article emphasising the importance of data and critiquing the senator’s outlook on the research.
With media scrutiny and public awareness, companies are increasingly held accountable, paving the way for fairer, more inclusive workplaces. Analysing media discussions helps us understand how audience perceptions of impactful and divisive data differ from those of major figures or organisations, and how mainstream media can influence these perceptions moving forward.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
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